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An approach to assess the importance of brand equity in acquisition decisions
Mahajan, Vijay; Rao, Vithala R.; Srivastava, Rajendra … - 1993
Persistent link: https://www.econbiz.de/10000883450
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How expansion advertising affects brand usage frequency : a programmatic evaluation
Wansink, Brian; Ray, Michael L. - 1993
Persistent link: https://www.econbiz.de/10000883454
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Influences of category structure on brand positioning and choice
Coupey, Eloise; Jung, Kwon - 1993
Persistent link: https://www.econbiz.de/10000866006
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Brands : economic ideology and consumer society
Casson, Mark - 1993
Persistent link: https://www.econbiz.de/10000867987
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"Extendibility of umbrella brands"
Dawar, Niraj - 1993
Persistent link: https://www.econbiz.de/10000869344
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Niching versus change-of-pace brands : using purchase frequencies and penetration rates to infer brand positionings
Kahn, Barbara E.; Kalwani, Manohar U.; Morrison, Donald G. - 1988 - Rev
Persistent link: https://www.econbiz.de/10000767789
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Erfolgreiches Markenmanagement : vom Wert einer Marke, ihrer Stärkung und Erhaltung
Hauser, Ulrich (contributor) - 1997
Persistent link: https://www.econbiz.de/10000617778
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Becoming an institutional brand : a long-term strategy for luxury goods
Braun, Marcel W. - 1997
Persistent link: https://www.econbiz.de/10000622884
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Branding
Randall, Geoffrey - 1997
Persistent link: https://www.econbiz.de/10000610622
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The influence of changing advertising support on consumers' perceptions of brand prices
De Chernatony, Leslie - 1991
Persistent link: https://www.econbiz.de/10000131920